The ‘double diamond’ design process model

Divided into four distinct phases, DiscoverDefineDevelop and Deliver, [the double diamond diagram] maps the divergent and convergent stages of the design process, showing the different modes of thinking that designers use.

Discover The first quarter of the double diamond model marks the start of the project. This begins with an initial idea or inspiration, often sourced from a discovery phase in which user needs are identified. These include:

  • Market research
  • User research
  • Managing information
  • Design research groups.

Define The second quarter of the double diamond model represents the definition stage, in which interpretation and alignment of these needs to business objectives is achieved. Key activities during the Define stage are:

  • Project development
  • Project management
  • Project sign-off.

Develop The third quarter marks a period of development where design-led solutions are developed, iterated and tested within the company. Key activities and objectives during the Develop stage are:

  • Multi-disciplinary working
  • Visual management
  • Development methods
  • Testing.

Deliver The final quarter of the double diamond model represents the delivery stage, where the resulting product or service is finalised and launched in the relevant market. The key activities and objectives during this stage are:

  • Final testing, approval and launch
  • Targets, evaluation and feedback loops.


Find out more about The Design Process and Introducing Design Methods from the Design Council.